Scholastic
Consumer Products

Scholastic sees multiplatform Worlds Collide in new tween initiative

Scholastic is looking to magnify the reach of its multiplatform tween properties, and in doing so, the publishing and media company is set to bring together its Infinity Ring, The 39 Clues and Spirit Animals brands under a new content and marketing-driven Worlds Collide initiative.
March 13, 2014

Scholastic is looking to magnify the reach of its multiplatform tween properties, and in doing so, the publishing and media company is set to bring together its Infinity Ring, The 39 Clues and Spirit Animals brands under a new content and marketing-driven Worlds Collide initiative.

After first launching The 39 Clues series in 2008, Scholastic saw the launch of additional multiplatform book brands,  including the Infinity Ring time-travel adventure in 2012 and the Spirit Animals fantasy series in 2013, all of which feature books in print and digital form, combined with fully integrated online games. There are currently more than 22 million copies these titles in print, and more than 2.5 million registered online game users across the US and in 191 countries worldwide.

Taking things a step further, Scholastic is releasing a digital Powerpack eBook bundle—including three first-in-series books in one volume—featuring The 39 Clues #1: The Maze of Bones by Rick Riordan, Infinity Ring #1: A Mutiny in Time by James Dashner and Spirit Animals #1: Wild Born by Brandon Mull. Scholastic will support the Worlds Collide initiative with a full marketing campaign to link together the global audiences of the three properties through a dedicated Worlds Collide online hub. And next month, fans will have special access to an exclusive roundup of online content, combining themes and storylines from all three multi-platform series.

Kids will also receive weekly rewards including fan fiction story-starters, exclusive author videos and behind-the-scenes access, including writing tips from the book editors, and a chance to play alongside the game designers in a virtual event celebrating the release of a new expansion of the Spirit Animals multi-player game.

The Worlds Collide online hub will also launch a new real-time message board, which allows fans to communicate in a safe and moderated environment.

Also next month, authors James Dashner (Infinity Ring #1: A Mutiny in Time), Gordon Korman (The 39 Clues Cahills vs Vespers #1: The Medusa Plot), Brandon Mull (Spirit Animals #1: Wild Born), and Jude Watson (The 39 Clues Unstoppable #1: Nowhere to Run) will headline a multi-city Worlds Collide #1s Live Tour across the US. The tour will feature interactive social media components and exclusive promotional materials supported by a an online campaign.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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